tabloid newspapers .innovation in media

Euromeeting Italiana in close part-nership with Europrint Group in the U.K. has been providing media promo-tional games for 25 years. The initial concept was Newspaper Bingo where bingo cards were distributed to the pu-blic and then played against numbers published in the newspaper. Over the years hundreds of newspapers and other publications throughout the world have had fabulous promotional success with many kinds of circulation building ga-mes such as the Stock Exchange based Portfolio promotional game. Currently, over 1 billion promotional game cards have been sold by Euromeeting.

Today, in the media convergence era, our unique coded game cards can direct readers to the web and then back to the printed newspaper establishing closer relationships, higher interaction and a new marketing intelligence which will allow publishers to develop real CRM policies. Our success is based on a combi-nation of games expertise, creativity, sophisticated computer software and advanced mathematics, together with state of the art printing knowledge.

25 years in media gamesHow to create loyalty through interaction

Memostick, the original tool for future interactive games

NEW DEAL IN NEWSPAPER PROMOTIONS

euromeetingnews

Someone has already defined them as “the four muskete-ers of the world publishing market” and probably the basis of their recent entrepreneurial agreement was supported by the old refrain “one for all and all for one”. The idea of transforming the self-sticking leaflet memo-stick from innovative advertising tool already widely used by some newspapers, into an original promotional tool for a wide ran-ge of interactive games -that can involve even the web-, has perfectly integrated the mission of four leading worldwide companies, each one in its area of competence: Ferag, of the Swiss group WRH (Walter Reist Holding) specializes in the creation and supply of exclusive machinery used for any tech-nical automated intervention after printing; Pasqui, one of the most important printers in Europe is also able to manage the delicate procedure of coupling and of gumming for diffe-rent types of materials in paper and plastic, in order to obtain high quality standard products; Europrint Group, partner of Euromeeting for 25 years, invents innovative promotional sy-stems by creating interactive games and links sophisticated mathematical systems to offset technologies, and incorpora-tes new internet developments; Euromeeting Group, interna-tional agency of promotions, marketing and integrated com-munication, specializes in interactive promotional games and publishing promotions.

These companies have agreed to create memoscratch: an in-novative promotional gadget for newspapers that, thanks to their support, will be able to give their readers –together with the copies distributed in newsstands- with an original and captivating tool to play. Memoscratch will give the readers not only the opportunity to win daily, weekly and final prizes

but also the possibility to play via internet with a sort of vir-tual slot-machine. The accomplishment of a promotional initiative that will have as protagonist a newspaper, will follow this diagram: Ferag and Pasqui will follow the printing and the application of the self-sticking memoscratch (with different game grids in it) on each copy of the newspaper; Europrint and Euromeeting will organize the lay-down and the managing of the game, which includes the monitoring of the numbers to be checked by the readers, the innovative phase of the interactive game via in-ternet, the acquisition of the prizes and the advertising of the initiative, together with the adv. agency and the marketing dept. of the newspaper.

Inside the numbers

to play and win with

MEMOscratch

June 2008

Sandro ProveraFerag - WRH Group

Giuseppe PasquiPasqui

John WhalleyEuroprint - IGI Group

Gianluca BovoliEuroMeeting International Group

Offer your customers something new and

help them to make money. MemoStick is

individual and exclusive. Applied to the

newspaper, MemoStick peals off easily and

stays self-adhesive time and again. MemoStick is interaction:

a voucher to hand in, or a special offer to order by Phone,

Fax, SMS or Internet. Success can be measured immediately.

To find out more, go to www.ferag.com (Newspapers/Added

value/MemoStick) and www.wrh-marketing.com (News).

MemoStick. It sticks in the mind, not to the paper.

MemoStick

Interactive sales promotion in the newspaper

Ferag AG

Zurichstrasse 74

CH-8340 Hinwil

Phone +41 44 938 60 00

Fax +41 44 938 60 60

[email protected]

www.ferag.com

021_300_Memo_E_CH_296x446 23.5.2008 8:24 Uhr Seite 1











MemoStick


Ferag AG

Zurichstrasse 74

CH-8340 Hinwil

Phone +41 44 938 60 00

Fax +41 44 938 60 60

[email protected]

www.ferag.com












MemoStick


Ferag AG

Zurichstrasse 74

CH-8340 Hinwil

Phone +41 44 938 60 00

Fax +41 44 938 60 60

[email protected]

www.ferag.com


Nowadays the web is always with us, both at work and home, not to mention wi-despread WiFi hotspots through which you can connect everywhere, and many publi-shers need to become relevant online. So-metimes web audiences already overwhelm traditional readers in figures, thus the aim becomes to convince web users to buy the traditional paper too. For these reasons Euromeeting recently developed promotional games and techni-ques able to link the two media. An Italian regional newspaper, Sassari based Nuova Sardegna, is a case study of best practice. Weekly game cards available at traditional kiosks may also be obtained via a web re-quest: a form registers a valid mailbox ad-dress where our servers deliver secure pdfs of game cards. Each participant then, including tradi-tional readers who only obtain their card at the kiosk, can enter an actual web game with its own prizes by just entering the unique code from his/her card. A registration form acquires a light profile of entrants, allowing

Promotional

How a regional newspaper boosted its web page downloads

web games

the publisher to know its readers better for the very first time. Further data-mining and marketing analysis will bring consistent in-formation on participants behaviour, which will allow for better future offers and pro-motions. The whole back-end side of the promo-tion is managed by Euromeeting web ex-perts and servers in a seamless integration with the customer web site. Data show that approx 1 participant in 10 regularly use the web side of the promotion, while single sales circulation is equally increasing of 10%.

• Scratchoffonlythe3correspondingpanelsonthegame cardattachedtothefrontofthismagazine

• Checkthesymbolswhichappearunderthescratchpanels

• Findthreesymbolsthesameandyou’vewon

• If you’vewoncall+393356244237(forItalian-Spanish) +447932084986(forEnglish)

• Remembercardswithmorethan3boxes,ortheincorrect boxesscratchedoff,arevoid

2

4

9

Memo-scratchisabrandnewkindofgamecardeasilyattachedtoeachcopyofanynewspaperormagazine.

ThroughMemo-scratchyoucangiveyourreadersasecure,attractivegadget,allowingthemtoplayandwin.

Dayafterday,weekafterweekyou’llimproveyourcirculation.Memo-scratchcardsareidentifiedbyuniquecodes,thusallowingforwebbasedgamesextensions.

®MEMO-STICKpatentedbyFeragAG/WRHmarketing©MEMO-SCRATCHEuroMeetingGroup/EuroprintUK/FeragAG

a collection of 20 1/43 scale die-cast models of Ferraris, from the very first 1947 “Auto Avio Costruzioni” to the ultimate “Enzo Ferrari”. Each issue included, along with the car model, a folded poster carrying on the reverse lots of information about the brand, its cars, its racing history and heroes. This legendary collection, which achie-ved a large success among regular readers as well as newcomers attracted exactly by the promotion, was managed thanks to Euromeeting Italiana, from 2007 Ferrari Official Licensee for editorial market pro-motions worldwide.

Ferrari is probably the most valued brand in the world. Beloved by millions if owned by few, admired on every road, passiona-tely followed in their racing performances, Ferraris have always been the ultimate sportscars available for the ordinary (althou-gh wealthy) driver. From last year Ferraris became the ultimate wave in editorial sup-plements too. Driven by a rugged advertising campaign (have a look at the TV ad spot here: http://www.euromeeting.it/ita/file_html/co-safacciamo/promozioni/ferrari/pubblicita/tuttapubblicita/15sec_inedicola.mpg) the Italian newspaper La Repubblica launched

Repubblica-L’Espresso celebrates Ferrari’s

Myths and facts

WinaChampagneMagnum!

Theseareyour3playnumbers

Since 1983, with the first Bingo promotion issued with an Italian daily,

our projects have contributed to change the story of publishing

marketing: interactive games, inserts, free and paid-for

supplements book collections and atypical

have created triumphant success stories

that became tendencies.

Euromeeting International Group

www.euromeetingroup.com

Headquarter: Via Tito Speri, 8 • 20154 Milano • Italia

Ph. [email protected]

Italy: Viale dei Parioli, 25 • 00197 Roma

Ph. +39.06 80 82 200 [email protected]

Spain: C/ Modesto Lafuente 90 • 28003 Madrid

Ph. +34 915 346 901 [email protected]

Argentina: Calle Malabia 2151 • 1425 Buenos Aires

Ph. +54.11.4832.6748 [email protected]

Partner of

Continuous innovation sets the trend.

Euromeeting. 25 years of innovative

and winning ideas at the disposal of publishers.

tabloid newspapers .innovation in media

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